Absolut r2 brandactivations_revamped_main

BRAND ACTIVATION PLATFORM

TRANSFORM THE HOURCONCEPT

For Absolut, happy hour can be an ownable and unique time slot every evening. It is the magic hour when we transform from workday to nightlife.

It is when we set the tone for the rest of our night, establish our drink of choice, and everything changes. It’s our time, and with Absolut and a little

imagination, ordinary can become extraordinary.

LET’S MEET UP.LET’S TRANSFORM THE NIGHT.LET’S TRANSFORM THE HOUR.

THE FIRST MOMENT WE HAVE TO OURSELVES.AFTER THE T’S HAVE BEEN CROSSED

AND I’S HAVE BEEN DOTTED.IT’S THE MAGIC HOUR.

IT’S LONGER THAN AN HOUR.AND IT’S ALL OURS.

12

6

39 the start of the night

The Hour™ by AbsolutBRAND EXPERIENCE

The Hour™ by Absolut happens on the first Friday of every month, when day transforms to night. The event is fueled by the imagination of our consumers. We collectively ask our audience to imagine an amazing party and digitally

crowdsource their responses. We interpret their collective ideas through a simple formula in order to bring to life a one

of a kind nightlife experience imagined by the people.

The result is an extraordinary start to a night out, courtesy of Absolut and your imagination.

ABSOLUT’SCREATIVE SPARK

YOUR ACT OF IMAGINATION

LARGE SCALE BRAND EXPERIENCE

BRAND EXPERIENCE 8ABSOLUT ACTIVATION

LARGE SCALE BRAND ACTIVATION

The Hour™ by Absolut is an opportunity to do something truly unique that will organically embed Absolut into millennial culture, and differentiate ourselves from what everyone else is currently offering up. This immersive, and imagination fueled experience will occur in 12 to be determined markets throughout the US. By collaborating with expertly curated partners in order to bring this experience to life, we will look to maximize existing relationships with high level DJ and artistic talent to lend their flavor to our events. By utilizing consumer input as much as possible, ie genre of music, event themes, and cocktail offerings, our audience feels as if their imagination is truly an influence on their after work social offering. Ideally, we would roll out one event per month in order to maximize our budgets and resources, while creating buzz around the occasion that will be picked up by key influencers and talked about to ensure the impact lasts beyond the 2-3 hours of pandemonium.

PARTICIPATION 16ABSOLUT ACTIVATION

ABSOLUT.COM/THEHOUR

We will digitally crowdsource the vision of each market’s Hour events. We ask participants to

imagine the most extraordinary party, and Absolut will bring it to life.

Through this platform, users choose their city and are able to see the story of the night as it appears at that moment in time. They can edit it and create

their own story in a guided mad-lib style as the visuals in the site morph.The story evolves to reflect

the most popular responses.

People can add or edit the story in the weeks leading up to the event. The story evolves until time is up, and this becomes the framework of the party.


The nearest city is selected and the user is met with the crowdsourced story of The Hour™, as it exists at the present moment. The blanks in the

story are filled in with the current top user responses. By clicking the button ‘Imagine The Hour’, the user can influence the story.


In the edit mode, the user can ‘write the story’ using a myriad of options which appear in drop-down menus. Each city will have a unique combination of variables, but allow for a guided user-

submission process to make the events easier to formulate.


Each response gets crunched through the system and tallied up. Upon submitting, users will be able to RSVP to the event.

The story refreshes itself to reflect the new averages.

SCALABILITY 33ABSOLUT ACTIVATION

ON-PREMISE ACTIVATION BUCKETSThe components of the event help Absolut imagine The Hour™ in easy to follow buckets.

QUE$TLOVE DJ SET

EMERGING LOCAL DJ

VIRTUAL VJ AUDIO

4 WALL PROJECTORIMAGINE TONIGHT™ APP

INFLATABLESPOSTERS

IMAGINE TONIGHT™ APPVIRTUAL VJ VISUALS

POSTERS

IMAGINE TONIGHT™ APPVIRTUAL VJ VISUALS

POSTERS

FREE DRINK -CROWDSOURCED PUNCH

SOLUT&SODA BOT



PHOTO-OP AREADANCERS/ENTERTAINERS

ON-SITE EVENT PRODUCER

PHOTO-OP AREAON-SITE EVENT PRODUCER

MUSIC VISUALS DRINKS ETC

HIGH LEVELON-PREMISE

LG SCALEBRAND

LOW LEVELON-PREMISE



ENTERING THE HOUR™

We create an arc of light at the entrance door of the venue which washes visitors in light as they enter. This represents a symbolic transition into The Hour™, inspired by nature’s own magic hour. The piece is created once and should be easily reassembled for each event.

The arc contains an i-beacon - those with the Imagine Tonight™ visualizer app will get prompted to go ahead and turn on the app to enhance their experience:

“You are now entering The Hour. Please open your Imagine Tonight™ App in order to enhance your experience.”

You are now entering The Hour™.Please open your Imagine Tonight app in order to enhance your experience.


IMAGINE TONIGHT™ APP

The Imagine Tonight™ App enables attendees to participate in a collective visual experience. The app they downloaded when they RSVPed is triggered upon entry into the event. Their phones light up in the color/design of the theme, adding to the projections for a more immersive visual experience. The visuals react to the beat of the music.

The app contain functions that can be used beyond the event, described at the end of the document.


INTERACTIVE GLOW BOTTLE (OFF-PREMISE) To inspire and enhance the off-premise experience we have created a high impact piece that fits within the same shelf space as an Absolut bottle, but has the capability to communicate with the consumer and help bring their imagination to life. A shelf talker invites the consumer to text the bottle. Within a moment, the bottle prompts the consumer with a question that ties into the story of the night. The bottle glows upon receiving the response and invites the consumer to The Hour™ in their city.

In addition, a larger bottle can be created to fit on floor space within more premium accounts. The larger Glow Bottle would have the capability to digitally display consumers answers to questions about what kind of things they would like to see at The Hour™ in their city.

PROMOTION

PROMOTION 24ABSOLUT ACTIVATION

LAUNCH CONTENT PIECE The Ambassador Conduit. The Hour™ by Absolut will launch with an attention grabbing and asset driven video content piece that utilizes the mind of our ambassador to imagine the first event. The video will focus on harnessing our ambassador’s imagination. Using his mind as a conduit, we will create the first Hour event to kickoff our program.

We’d utilize our media partnerships and our own platforms to disperse the video.

CTA - Watch Questlove dream up your ultimate party. Now tap into your imagination to dream up the ultimate party for your city.


POTENTIAL MEDIA PARTNERS Media coverage will help amplify and promote each event.

NATIONAL Nightlife/Lifestyle Partners: Thrillist, ComplexNATIONAL Design/Culture Partners: NotCot.orgNATIONAL Music Partners: Fader, PitchforkLOCAL Nightlife/Lifestyle Publications: L magazine, MIAMILOCAL Influencers: Focus on bloggers and instagrammers for each launch market.

POTENTIAL EVENT PARTNERWhile conceptualizing The Hour, we began to think of potential partners to help us bring this idea to life. One that initially came to mind was Flavorpill, for the following reasons: 1. Their experience in bringing to life events with similar budget realities through the creation and activation of the Lunchbreak program.

2. Relationships with top tier talent and venues, and the potential opportunity to leverage those connections to bring them into the mix at lower rates than they may normally quote a brand partner.

3. A synergy that we feel could be beneficial to all parties involved in understanding the impact that this activation needs to have within millennial culture.


INVITE The event invite will be sent out to everyone who RSVPed by contributing their imagination. Contained in the invitation will be an uber discount code‘THEHOUR’ for travel to the event, and a prompt to download the Imagine Tonight™ App from the app store to enhance their audiovisual experience that evening.


ON PREMISE KEY VISUALS These will appear at select on-premise accounts during the evening of the event.

THE HOUR

IS UPON

US

THE HOUR

IS HISQUESTLOVE

IS IMAGINING THE PERFECT PARTY.

absolut.com/thehour

absolut.com/thehour


ON-PREMISE SIGNAGE

BEYOND THE EVENT

These concepts live beyond The Hour™ event, helping to activate the idea of transform tonight throughout the year and onward.

BEYOND THE EVENT 44ABSOLUT ACTIVATION

CREATING YOUR OWN HOUR

We create an opportunity for The Hour™ to live on beyond the actual event - to reach all the markets that may not have

a large-scale event.

In addition to being a hub for participation in creating The Hour™ events, Absolut.com/thehour/createyourown

serves as a tool to help create your own hour and transform your own night any night of the year, anywhere. Absolut Host helps you create a theme and cocktail menu for your

gathering. Absolut Virtual VJ takes your chosen theme and streams up music and video for an audiovisual VJ

experience you can display at home on your laptop or TV.


ABSOLUT.COM/THEHOUR/CREATEYOUROWNalso functions as a place where you can get the tools to create

your own Hour or transform your own night - tapping into Drinkspiration, Absolut, and the Virtual VJ.

SCALABILITY 34ABSOLUT ACTIVATION

ABSOLUT.COM/THEHOUR/VJ

The Virtual VJ lives on the Absolut site and serves as the visual element for high and low-level on-premise activations. The webpage houses a collection of playlists set to correspondingly themed visuals that can be played on existing monitors or projectors at the venue, bringing The Hour to life at a smaller scale.

In venues where there is no visual element available, bar staff can download the audio mixes off the site.

Potential themes include:Outerspace, Jungle, Beach, Cave, Dinosaur Age, The 80s, 90s Hip Hop,The Future, etc.

reference - poolside.fm


IMAGINE TONIGHT™ APP

Heading out with with a friend or group of friends for the night can often turn into a game of “Now what should we do?” The Imagine Tonight™ App goes beyond the event itself so anyone can experience a great start to a night out (or keep it going) no matter where they are. The app will aggregate Flickster, Thrillist, Going.com, Live Nation, Guestofaguest, and can also direct to participating bars in the area.

Before heading out, people can receive suggestions from The Imagine Tonight™ App by answering a few questions about time of day, what neighborhood they’re in, what kind of a mood they’re in, and the group they are with.


IMAGINE TONIGHT™ APP (CONTD)

While they are out, the app can function as a fun way to discover drink options from the existing catalog of Absolut Drinkspiration for themselves, or someone for which they may be interested in buying a drink. They simply shake their mobile device, and instantly receive a drinkspiration recommendation.

SEASONS

SEASONS 50ABSOLUT ACTIVATION

THE HOUR HALLOWEEN BRAND EXPERIENCE


THE HOUR FALL/SPORTS BRAND EXPERIENCE


FALL/SPORTS VAP

OFFPREMISE

quick strikeghost protocol

concept

THE ‘SOLUTABSOLUT ACTIVATION

DARE TO TRANSFORM: THE ‘SOLUT 33ABSOLUT ACTIVATION

THE ‘SOLUT This activation is a covert operation intended to literally transform the vodka landscape and put Absolut at the front and center of pop culture quickly, so that Absolut is top of mind at points of purchase both off premise and on. Since the beginning of spirits existence, the world has had rituals in which a drink has been taken as an expression of honor or goodwill called a “toast”. It can be elaborate and formal or as simple as raising a glass in ones direction.

Introducing the ‘Solut - A simple, yet unique toast created specifically for Absolut Vodka that can also be used as a bar call. Now these things don’t just happen, so we will use a guerrilla marketing technique to infiltrate pop culture and gain traction in the same manner as Nelly’s ‘Where the Bacardi at!’, Snoop’s ‘Gin and Juice’, and Busta Rhymes’ ‘Pass the Courvoisier’.


THE SONG

What?A hip hop megastar unleashes an anthemic track and music video about absolut vodka entitled ‘Solut.

How?Absolut acts as a silent partner, only to provide an open-ended brief to the musician and finance the project. Shortly after the anthem’s launch, absolut will team up with the musician to provide branded content and begin to “adopt” and “promote” the hype in off and on premise venues.

Why?-a proven method-builds context and hype around the drink-injects it into pop culture-creates an occassion-associates it with a behavior


THE MUSICIAN: OUTKAST

Who?Hip Hop megastars of the duo Outkast, who are making big waves in pop culture with this year’s highly anticipated reunion.

Why?1. well known enough to reach a wide audience that goes beyond hip hop lovers.2. proven track record to deliver and hero a party anthem3. unique identity

When?Launching at Coachella, carrying through following festivals. Music Video launched subsequently.


WHY HIP HOP?

We can most readily and quickly infiltrate pop culture through hip hop. Hip hop casts a wide net - continually being able to unite a wide audience, inform style, set off waves of cultural phenomena, lead lifestyle and establish trends for this generation.


THE ‘SOLUT BAR CALL We integrate a behavior into drinking Absolut - a hand sign gesture that signifies the assertion of onesself and is used as a bar call for ‘solut&soda. The hand sign is introduced in the music video and live performances of the anthem song.

We can play a silent role in propagating this behavior, by commissioning influencers and individuals amongst our target to use the behavior on-premise as a bar call at participating bars, and in their social media channels.

The behavior must appear to come directly from the song phenomenon, and Absolut remains a ghost partner throughout this time.


THE DRINK: ‘SOLUT&SODA The song showcases a prime way of drinking Absolut - with soda. The drink is aptly named ‘Solut&Soda. When a man or woman signs the ‘solut to a knowing bartender, the bar call is made.

The ‘Solut&Soda is not only a catchy name but is a cocktail that can appeal to anyone in our target audience and can be ordered at any bar. It is the best way to enjoy a full-bodied vodka such as Absolut - simply chilled with soda and a twist of lemon. And, as will prove useful down the line, can easily be turned into a Value-Added-Pack to have a presence in the off-premise arena.

OFF-PREMISE ACTIVATIONS 62ABSOLUT ACTIVATION

TRANSFORM YOUR HOUR KIT (VALUE-ADDED PACK)

We provide the staples for our audience to create their own Absolut Hour at home using their imagination and this kit from Absolut.

Here is one of the channels that we seed the nickname ‘Solut, a name that will be incorporated into on-premise activations as well, pairing the brand with a bar call and ritual that we will create for our millenial audience.

A transparent acrylic box houses “floating” bottles in an artful and eye-catching manner. The mixers will remain unmarked in keeping with a clean and premium design.

OFFPREMISE

OFF-PREMISE ACTIVATIONS 63ABSOLUT ACTIVATION

OFFPREMISE

TRANSFORM YOUR HOUR KIT (VALUE-ADDED PACK)

A variety of ‘Solut combinations can come in different color fluorescent acrylic cubes. This eye catching material comes in striking and intense colors and appears to glow under ambient light with its vivid edges, and has a modern art-crafted appearance.


‘SOLUT & SODA BOT The Hour™ will debut The Absolut ‘Solut & Soda Bot, an automated bartender that transforms how we serve a vodka soda, or in this case, the ‘Solut and Soda.

As a brand, it is important to demonstrate the same message we are giving to our audience. We will demonstrate our own imagination and transform a way of serving a signature Absolut cocktail in a fun and beautiful way that will resound with millenials.

The Bot will give Absolut a unique space on the bar much like the Jagermeister Tap Machine that will keep it highly visible to our consumers. It makes the bartender’s job easier; all they need to do is insert a bottle of Absolut into the machine which is hooked up to the soda gun. The Bot chills the liquid, and makes an ‘Solut and Soda with a touch of a button in 5 seconds flat.

We can seed the device on Notcot and design blogs, and seed races of bartender vs. bot on youtube.

Date post:	19-Jun-2015
Category:	Design
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